Marketing Cloud Engagement comes with Super Messages included in each license, but customers often need to understand how many additional Super Messages they might require. (Think of “Super Messages” as credits, or a way to standardize costs across different message types.) Super Messages are consumed differently based on the type of communication sent.
Understanding Super Message Consumption
Each communication channel has its own multiplier effect on Super Message usage. For example:
- A single email uses 1 Super Message
- An SMS to a US number uses 10 Super Messages
- Other communication types have their own specific multipliers
Below, we outline the detailed categories and their current multipliers to help you calculate your usage more effectively.
⚠️ Disclaimer: Super Message multipliers may change as Salesforce introduces new features. Please consult your Account Manager for the most current consumption rates.
| Usage Type | Description | Multiplier |
|---|---|---|
| CloudPages Impressions | Tracks requests to published pages like landing pages, microsites, and interactive email pages. | 1 |
| Emails | Counts email messages sent, including normal sends, CC, BCC, and triggered sends. | 1 |
| Einstein Email Recommendations Impression | Counts each email that a user opens, regardless of the number of recommendations within that block in the email. | 1 |
| Einstein Web Recommendations Impression | Counts each time a page displays content or product recommendations, regardless of how many products are recommended. | 2 |
| GroupConnect Transactional Messages | Covers LINE, Facebook, and Reseller messages sent to subscribers. | 3 |
| High Priority Triggered Send (HPTS) | Counts high-priority triggered emails, billed in addition to regular email usage. | 4 |
| Interactive Email | Tracks emails containing Interactive Email Form blocks. | 1 |
| MobilePush Messages | Counts successful push notifications sent to devices. | 1 |
| SMS/MMS Messages – Canada | Tracks outbound SMS messages to Canadian numbers. | 25 |
| SMS/MMS Messages – USA | Tracks outbound SMS messages to US numbers. | 10 |
Super Message Consumption Estimation
Let’s estimate Super Message consumption using a sample campaign with 100,000 recipients. This journey consists of these activities:
- Sending an email
- Sending an SMS to recipients who open the email
- When recipients click a link in the email, they’ll be directed to a Marketing Cloud-hosted CloudPage
Our calculations use these typical engagement rates:
- Email Open Rate: 25%
- Click-Through Rate (CTR): 5%
Let’s calculate the Super Message consumption step by step.
Super Message Calculation
Step 1: Emails Sent
- 100,000 emails sent
- Multiplier: 1
- Total Email Super Messages: 100,000 Ă— 1 = 100,000
Step 2: SMS Sent (to Email Openers)
- 25,000 SMS messages sent to US audience (100,000 Ă— 25%)
- Multiplier: 10 (US-based SMS)
- Total SMS Super Messages: 25,000 Ă— 10 = 250,000
Step 3: CloudPage Impressions (From Clicks)
- Email Clicks: 1,250 (100,000 Ă— 25% Ă— 5%)
- CloudPage Visits: 1,250
- Multiplier: 1
- Total CloudPage Super Messages: 1,250 Ă— 1 = 1,250
Final Super Message Consumption Summary
| Activity | Volume | Multiplier | Super Messages |
|---|---|---|---|
| Emails Sent | 100,000 | 1 | 100,000 |
| SMS Sent (to Openers) | 25,000 | 10 | 250,000 |
| CloudPage Visits | 1,250 | 1 | 1,250 |
| TOTAL CONSUMPTION | Â | 351,250 |
In summary, understanding your Super Message consumption estimate is crucial when working in Salesforce Marketing Cloud. It allows you to budget confidently without worrying whether your organization needs to purchase more (or fewer) Super Messages, and get the most out of your Salesforce Marketing Cloud org.
